Factors influencing the effectiveness of social media influencers on consumer purchase intentions: A study on apparel and footwear fashion marketing in Malaysia

Abstract

This study investigates the impact of social media influencers on consumer purchase intentions in the apparel and footwear fashion sector in Malaysia. It focuses on how influencers' trustworthiness, relatability, and content creation on platforms such as Instagram, TikTok, and YouTube shape consumer behavior within the digital marketing landscape. By integrating the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), the research aims to provide a behavioral and technological understanding of factors influencing consumers’ purchase decisions. A comprehensive framework was developed to examine the relationships between influencers, brand perception, and advanced technological tools like Augmented Reality and Virtual Reality (AR and VR). Data were collected using online questionnaires shared via WhatsApp and email, employing convenience sampling. Analytical tools such as SPSS, SMARTPLS, correlation statistics, multiple regression, and factor analysis were utilized to establish causal relationships and validate hypotheses. The results indicate that influencer type, brand familiarity, trustworthiness, and the use of AR/VR significantly influence consumer purchase intentions in the fashion industry. In contrast, sponsorship disclosure has minimal impact on purchasing decisions. The findings demonstrate the critical role of social media influencers in shaping brand perception and consumer behavior. This study underscores the importance of leveraging influencers as strategic partners in digital marketing campaigns within the fashion sector. It highlights the interplay between psychological and technological elements, providing a deeper understanding of how influencer characteristics and innovative tools like AR/VR drive consumer purchase intentions. The research offers actionable insights for marketers and brands seeking to enhance their digital marketing strategies. By collaborating with credible influencers and incorporating advanced technologies, marketers can effectively engage with their target audience and improve purchase outcomes. Furthermore, the study emphasizes the need for brands to prioritize trustworthiness and authenticity in their influencer partnerships to strengthen consumer-brand relationships.